2005 globe and_mail
DESCRIPTION
TRANSCRIPT
![Page 1: 2005 globe and_mail](https://reader033.vdocuments.mx/reader033/viewer/2022050920/54920379ac795944288b4672/html5/thumbnails/1.jpg)
Don’t Miss a Day.
The Globe and Mail
Benchmarking Strategies
and Applications
MAAX Users Group
Meeting
March 8, 2005
![Page 2: 2005 globe and_mail](https://reader033.vdocuments.mx/reader033/viewer/2022050920/54920379ac795944288b4672/html5/thumbnails/2.jpg)
Don’t Miss a Day.
1
Overview
1. Reporting: Are There any Standards?
2. The Globe and Mail Market and Audience
3. Prospect Universe and it’s Challenges
4. Software Tools and Data On Hand
5. Key Areas of Focus
• Acquisition
• Attrition
• Churn
• Retention
• Tenure
• Circulation Levels ( Specifically Greater Than 50% Paid)
6. Next Steps
![Page 3: 2005 globe and_mail](https://reader033.vdocuments.mx/reader033/viewer/2022050920/54920379ac795944288b4672/html5/thumbnails/3.jpg)
Don’t Miss a Day.
2
Reporting
• Circulation reporting does not seem to have many common standards across the industry.
• Often this seems to be true even within the same newspaper company.
• This year, The Globe and Mail will be developing a set of standardized integrated reports using the tools and data that are now available.
• This level of sophistication and trending analysis has not been possible to date without the assistance of these tools.
![Page 4: 2005 globe and_mail](https://reader033.vdocuments.mx/reader033/viewer/2022050920/54920379ac795944288b4672/html5/thumbnails/4.jpg)
Don’t Miss a Day.
3
The Globe and Mail
The Market
• Canada’s National Newspaper
• 1,000,000 readers per day
• Circulation 350,000 daily
• Home delivery 200,000
• Subscription Price $315+ per year
• Most subscribers pay full or slightly discount rates
• Majority ownership is Bell Canada Enterprises
![Page 5: 2005 globe and_mail](https://reader033.vdocuments.mx/reader033/viewer/2022050920/54920379ac795944288b4672/html5/thumbnails/5.jpg)
Don’t Miss a Day.
4
The Globe and Mail
The Audience
• Highly educated, affluent audience
• Managers, Owners, Professionals and Execs.
• Represent the top 4% in Canada affluence
• Delivered in every major market in Canada
• 85% Easy-Pay
• Majority ownership is Bell Canada Enterprises
![Page 6: 2005 globe and_mail](https://reader033.vdocuments.mx/reader033/viewer/2022050920/54920379ac795944288b4672/html5/thumbnails/6.jpg)
Don’t Miss a Day.
5
Circulation Strategy for 2005
• Steady and stable growth of the greater than 50% paid
subscriber base.
• Improve retention.
• Improve the efficiency of subscriber acquisition
• Maintain high demographic profile of the audience.
• Note: Circulation Handles Distribution and Customer Service,
Marketing Manages Subscriber Acquisition and Retention
![Page 7: 2005 globe and_mail](https://reader033.vdocuments.mx/reader033/viewer/2022050920/54920379ac795944288b4672/html5/thumbnails/7.jpg)
Don’t Miss a Day.
6
The Prospect Universe
• Canada has 13 Million Households
• Approximately 5 Million are within a deliverable footprint
• Of those just over 2 Million are demographically attractive based on minimum standards.
• These households are the most likely to opt in to Do Not Contact lists.
• They also own call screening technology and are difficult to reach.
![Page 8: 2005 globe and_mail](https://reader033.vdocuments.mx/reader033/viewer/2022050920/54920379ac795944288b4672/html5/thumbnails/8.jpg)
Don’t Miss a Day.
7
Primary Software and Data On Hand
Software
• MAAX
• R-Logic
• DI Diver
Data
• Canadian Census Data
• Consumer Spending
• Cluster Data
![Page 9: 2005 globe and_mail](https://reader033.vdocuments.mx/reader033/viewer/2022050920/54920379ac795944288b4672/html5/thumbnails/9.jpg)
Don’t Miss a Day.
8
Key Focus Areas
Acquisition
• Orders by Channel
• Orders by Service
• Orders by Payment Type
Attrition
• Annual Uncontrollable Attrition Rate
• Volume and Nature of Unsecured Temporary Stops
• Stops within 5 weeks
![Page 10: 2005 globe and_mail](https://reader033.vdocuments.mx/reader033/viewer/2022050920/54920379ac795944288b4672/html5/thumbnails/10.jpg)
Don’t Miss a Day.
9
Key Focus Areas
Churn
• Three Year Trending of Overall Churn
• Profile Frequent Churners versus Non-Churners
Retention
• Standard R-Logic Reports Trended Over Three Years
• Start Source
• Payment Type
• Offers
• Service Type
![Page 11: 2005 globe and_mail](https://reader033.vdocuments.mx/reader033/viewer/2022050920/54920379ac795944288b4672/html5/thumbnails/11.jpg)
Don’t Miss a Day.
10
Key Focus Areas
Tenure
• Percentage of Subscribers with Service <1 year, 1-2
years, 2+ years etc.
• Trending over Three Years
• Demographic Profiling
Circulation Levels
• Greater than 50% Paid Trends
• Total Circulation By Geographic Segment
![Page 12: 2005 globe and_mail](https://reader033.vdocuments.mx/reader033/viewer/2022050920/54920379ac795944288b4672/html5/thumbnails/12.jpg)
Don’t Miss a Day.
11
Examples
All data displayed is relevant but has been modified for purposes of confidentiality
![Page 13: 2005 globe and_mail](https://reader033.vdocuments.mx/reader033/viewer/2022050920/54920379ac795944288b4672/html5/thumbnails/13.jpg)
Don’t Miss a Day.
12
Acquisition: Volume by Channel
45
28
23
4
39
27 26
8
35
2528
12
0
10
20
30
40
50
2003 2004 2005
Telemarketing Voluntary Kiosks Direct Mail
Percent
![Page 14: 2005 globe and_mail](https://reader033.vdocuments.mx/reader033/viewer/2022050920/54920379ac795944288b4672/html5/thumbnails/14.jpg)
Don’t Miss a Day.
13
Acquisition: Orders by Service
52
35
85
53
33
7 7
58
28
95
0
10
20
30
40
50
60
2002 2003 2004
Mon-Sat Sat Only Mon-Fri Fri-Sat
Percent
![Page 15: 2005 globe and_mail](https://reader033.vdocuments.mx/reader033/viewer/2022050920/54920379ac795944288b4672/html5/thumbnails/15.jpg)
Don’t Miss a Day.
14
Acquisition: Orders by Payment
82
18
84
16
85
15
0
10
20
30
40
50
60
70
80
90
100
2002 2003 2004
Easy Pay Cheque
Percent
![Page 16: 2005 globe and_mail](https://reader033.vdocuments.mx/reader033/viewer/2022050920/54920379ac795944288b4672/html5/thumbnails/16.jpg)
Don’t Miss a Day.
15
Attrition: Uncontrollable Losses
13,23414,324
14,876
0
5000
10000
15000
2002 2003 2004
Unrecoverable Permanent Stops
Stops
![Page 17: 2005 globe and_mail](https://reader033.vdocuments.mx/reader033/viewer/2022050920/54920379ac795944288b4672/html5/thumbnails/17.jpg)
Don’t Miss a Day.
16
Attrition: TM Stops Within 5 Weeks
12,723
10,111
4,322
0
5000
10000
15000
2002 2003 2004
Stopped Within 5 Weeks
Stops
![Page 18: 2005 globe and_mail](https://reader033.vdocuments.mx/reader033/viewer/2022050920/54920379ac795944288b4672/html5/thumbnails/18.jpg)
Don’t Miss a Day.
17
Churn: Annual Churn Rates
36 3328
0
10
20
30
40
50
60
70
80
90
100
2002 2003 2004
Churn
Percent
![Page 19: 2005 globe and_mail](https://reader033.vdocuments.mx/reader033/viewer/2022050920/54920379ac795944288b4672/html5/thumbnails/19.jpg)
Don’t Miss a Day.
18
Retention: Cost per Unit Trending
$221 $207 $198
0
100
200
300
400
500
2002 2003 2004
Cost Per Pressure Start
![Page 20: 2005 globe and_mail](https://reader033.vdocuments.mx/reader033/viewer/2022050920/54920379ac795944288b4672/html5/thumbnails/20.jpg)
Don’t Miss a Day.
19
0
5
10
15
20
25
SIXTEEN PLUS TEN TO
FIFTEEN
YEARS
SIX TO NINE
YEARS
FIVE YEARS FOUR YEARS THREE YEARS TWO YEARS ONE YEAR
OLD
THIS YEAR
SUBSCRIBERS
New Subscriber Tenure
By Percent Total Circulation
Tenure: Percent of Subscriber Base
![Page 21: 2005 globe and_mail](https://reader033.vdocuments.mx/reader033/viewer/2022050920/54920379ac795944288b4672/html5/thumbnails/21.jpg)
Don’t Miss a Day.
20
86.4875.19
59.96
0
10
20
30
40
50
60
70
80
90
100
2 Years + 3Years + 5 Years +
SUBSCRIBERS
New Subscriber Tenure
By Percent Total Circulation
Tenure: Percent of Subscriber Base
![Page 22: 2005 globe and_mail](https://reader033.vdocuments.mx/reader033/viewer/2022050920/54920379ac795944288b4672/html5/thumbnails/22.jpg)
Don’t Miss a Day.
21
Circulation Level: Greater Than 50% Paid
0
25,000
50,000
75,000
100,000
125,000
150,000
175,000
2003 2004 2005
SUBSCRIBERS
+1% +3%
![Page 23: 2005 globe and_mail](https://reader033.vdocuments.mx/reader033/viewer/2022050920/54920379ac795944288b4672/html5/thumbnails/23.jpg)
Don’t Miss a Day.
22
Households with Income over $150,000
Income and Education
100
211
489526
0
100
200
300
400
500
600
Ontario Globe Readers
Globe Subscribers Recognition Cardholders
Index
![Page 24: 2005 globe and_mail](https://reader033.vdocuments.mx/reader033/viewer/2022050920/54920379ac795944288b4672/html5/thumbnails/24.jpg)
Don’t Miss a Day.
23
Income and Education
Households with University Education
100
163179
186
0
100
200
Ontario Globe Readers
Globe Subscribers Recognition Cardholders
Index
![Page 25: 2005 globe and_mail](https://reader033.vdocuments.mx/reader033/viewer/2022050920/54920379ac795944288b4672/html5/thumbnails/25.jpg)
Don’t Miss a Day.
24
Next Steps
• Establish a definitive set of reports that are relevant and useful.
• Design a user friendly format and environment
• Create a simple work flow process to produce the reports in a
timely manner.
• Relate internal results to industry standards where applicable
and accurately comparable.